Last/Past
Smokey and the Bandit, 1979, the plot involved the illegal importation of Coors beer easy of the Mississippi to Florida. At the time, it was illegal to sell Coors east of the Mississippi. The law was a remnant law of the 23rd Amendment to the Constitution which repealed the 18th. Many laws were passed then protecting Mob distribution syndicates.
Thanks to the movie, many distribution laws were rescinded including the Coors ban.
By 1989 Coors quality and taste had declined. Keystone was the answer to that problem. A cheap beer slotted between Old Milwaukee, Milwaukee's Best, Busch Beer, and Miller/Lite Budweiser and Schlitz, so that Coors could re slot itself as premium beer to the latter 3. It sorta worked, as Millennials and younger only know Schlitz for shitty Malt Liquor.